Five-Part Series on Marketing Excellence

The following interviews are part of a Five-Part Series on Marketing Excellence, which draws on landmark IMS research on more than 3,000 new product launches and analysis of 50 in-line brands spanning 10 chronic retail markets. Each offers insights from an IMS expert on best practices for a different aspect of launch and brand management. Taken together, the discussions present an IMS perspective on a range of strategies and techniques for enhancing commercial effectiveness.